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Contexte de programme violent a la television et memorisation des publicites : Roles respectifs du niveau de violence et de la narrativite

Author

Listed:
  • O. Droulers

    (CREM - Centre de recherche en économie et management - UNICAEN - Université de Caen Normandie - NU - Normandie Université - UR - Université de Rennes - CNRS - Centre National de la Recherche Scientifique)

  • B. Roullet

    (IREA - Institut de Recherche sur les Entreprises et les Administrations - UBS - Université de Bretagne Sud)

Abstract

Afin de mieux comprendre l'influence d'un contexte de programme violent sur la mémorisation des publicités, trois expérimentations ont été menées. Prenant comme point de départ une réplication conceptuelle des travaux de Bushman et Bonacci (2002) (expérimentation 1), nous proposons d'étudier l'influence du niveau de violence contenu dans les programmes (expérimentation 2) ainsi que celle de la continuité narrative du récit, préservée ou non (expérimentation 3). Les résultats montrent que l'intensité de violence est positivement corrélée au rappel libre des publicités et que la continuité narrative n'a pas d'influence sur la mémorisation des publicités. Enfin, le rôle de l'implication envers le programme – variable médiatrice entre violence perçue et rappel publicitaire, modérée par le sexe et la sensibilité du spectateur – est mis en évidence.

Suggested Citation

  • O. Droulers & B. Roullet, 2014. "Contexte de programme violent a la television et memorisation des publicites : Roles respectifs du niveau de violence et de la narrativite," Post-Print halshs-01183140, HAL.
    • Handle: RePEc:hal:journl:halshs-01183140
    DOI: 10.1177/0767370113505950
    as

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